Segmentation and Next-level Marketing Emails: Email Marketing for Makers An introduction to segmentation strategies and ideas for targeted emails to send to your list for better engagement—and more sales.

You’ve built your email list, mastered the essential emails to send, and learned how to track your email performance metrics. Now it’s time to level up your email marketing game! In this latest installment of our Email Marketing for Makers series, we explore list segmentation and introduce you to some advanced marketing email ideas that will boost sales for your candle or soap business.

Email list segmentation is the process of identifying smaller groups of subscribers from within your larger email list. Segments are based on subscriber characteristics, actions they’ve taken, and other parameters you set. 

When you first start off doing email marketing, it’s common to send emails, especially one-off emails, to your entire list for a while. But as your list grows and you get more subscriber data from purchases and behavior on your site, you can begin to drill down your messaging and send more personalized emails to specific groups, also known as segments. When you reach this point, graduating to list segmentation in your email marketing allows you to send these different groups more targeted and relevant messages. 

Segmentation is important because it’s more effective at engaging recipients than sending only mass emails! According to a study by MailChimp, segmented email campaigns have:

• 14.31% higher open rates
• 100% higher click rates
• 9.37% lower unsubscribe rates

And statistics released by the Data & Marketing Association, the United States’ leading marketing trade group, revealed that segmented emails can result in up to a 760% increase in revenue when compared to emails sent to your entire list! By sending emails that are highly relevant to specific subscriber groups, you not only improve engagement, but also the likelihood of subscribers turning into paying customers.

The exact logistics of segmenting a list depends on the ESP you use. Lean on the resources, tutorials, and training your particular ESP provides to best set up and manage your segments. However, the basic premise behind segmenting is to use criteria that narrow down your larger list into smaller, more specific groups. 

This requires deciding what segment you’d like to identify and then determining what specific criteria will create that segment. For example, let’s say you want to encourage customers who’ve purchased from you in the past, and who are regularly engaging with your emails, to buy again with a discount. Potential parameters for this segment could be:

• Has opened at least 3 emails in the past 90 days and
• Has clicked at least 1 email in the past 90 days and
• Has placed an order zero times in the past 90 days and
• Has placed an order at least once over all time

This means this segment of subscribers have ordered from your store at least once, and in the past 90 days have opened at least three emails you’ve sent them, have clicked at least one of those emails, but have not made a purchase.

When considering segments, this is a chance to draw on your knowledge of the customers you serve and the products you sell. Think about what factors might influence a shopper’s interest in your products and their likelihood to make a purchase.

When it comes to figuring out the list segments for your email marketing, there are several that work for many kinds of product-based businesses. These segments are often based on purchase history, engagement levels, demographics, website behavior, and interests. 

However, the specific parameters of each segment vary by business. For instance, if you email your list on a monthly basis, that means you’re sending 12 emails a year. With that sending frequency in mind, an engaged subscriber for your business may be someone who has opened at least one email in the last three months. However, for a business that sends two emails every week, a subscriber who opens just one email in three months may be considered unengaged. 

Since there can be such variance across different brands’ email marketing approaches, it’s up to each business owner to determine the ideal definitions for their segments and set the criteria accordingly.

• Non-purchasers: These subscribers haven’t made a purchase yet, but they’ve shown interest by joining your list.
• One-time purchasers: These are customers who have bought from you once. The goal here is to encourage them to make a second purchase.
• Repeat buyers: Subscribers in this segment have purchased from you more than once. They’re already invested in your brand, so nurturing them is key.
• VIP customers: These are your top-tier customers who have spent above a certain amount or made multiple purchases over a period of time. This segment is ripe for fostering long-term customer loyalty and encouraging ongoing purchases.
• Customers who’ve purchased specific product types: If you offer a variety of products, create segments based on the types of products purchased. This makes it easier to target new product releases to the most interested customers.

• Active subscribers: These subscribers consistently open and click on your emails. They are highly engaged with your content but are not yet making purchases.
• Unengaged subscribers: These are subscribers who rarely open or click your emails.
• Inactive subscribers: These subscribers have not opened or clicked any emails in a long time—or ever. 

• By age, gender, location, etc.: Create segments based on demographic data that subscribers have shared with you, or that your ESP can provide. Location is often the most useful demographic segment for candle and soap makers. For brands that offer men’s lines or products designed for children, gender and age segment lists are also helpful for other targeted marketing. 

• Visitors who have viewed specific products: This segment is made up of website visitors who have looked at certain products online but haven’t added them to their cart or purchased yet. 

1. Keep it manageable. Start by focusing on one or two segmentation strategies that are most relevant to your business. If you have a small but engaged customer base, try creating a segment for repeat buyers and sending them personalized product recommendations. Once you’re comfortable with this, try expanding into other areas like engagement-based or demographic segmentation.
2. Use automation. Most of the next-level emails mentioned here, especially win-back or first-purchase emails, are ideal for automation. Setting up automated emails and flows allows your emails to be sent when they’ll have the greatest impact—like sending a product recommendation one week after a purchase, or a re-engagement email after 90 days of inactivity.
3. Test and refine. Use A/B testing to see which segmentation strategies or email content performs best. For example, test different subject lines or incentives in your VIP customer segment. Use the open, click-through, and placed order rates to refine your approach.
4. Stay true to your brand. New strategies are exciting but make sure that your emails continue to reflect your brand’s voice, style, and values. If your brand has a laid-back, friendly tone, stick with emails that feel personal and casual rather than formal or salesy. Pick segmentation strategies that fit with your business and customer needs, and skip any that feel forced.
5. Respect your subscribers and customers. The goal is to provide value in every email you send. Make it easy for subscribers to update their preferences or unsubscribe with visible links in each email. If it aligns with your brand, including a brief message in your email footer such as “If our emails no longer resonate with you, we understand—please unsubscribe at any time,” shows you respect their inbox and choices. This gentle reminder can help reduce frustration for those who are no longer interested while maintaining a positive perception of your business.

Segmentation allows your email marketing to be more meaningful and effective by connecting with subscribers in ways that matter most to them. By implementing these segmenting and email strategies in this article, you can increase engagement, improve conversions, and build stronger relationships with your customers.